How to analyse competitor guest experience

Start by becoming a customer detective. Your first step is to identify three to five direct competitors and dive deep into their online reviews on sites like TripAdvisor and Google. The goal is to spot patterns in what guests consistently praise or complain about, giving you a clear roadmap of opportunities and pitfalls to avoid.

Step 1: The Digital Investigation

Before you spend any money, you can learn a huge amount from your laptop. Go to the main review platforms and start reading. Don't just skim the star ratings; read the detailed comments to understand the 'why' behind them. Look for recurring themes.

• Strengths: What do customers repeatedly praise? Is it the friendly staff, the spotless rooms, the amazing breakfast, or the convenient location? These are the things you'll need to match or exceed.
• Weaknesses: What are the common complaints? A slow check-in process, noisy rooms, poor Wi-Fi, or overpriced drinks? Every complaint is an opportunity for you to do better.
• Pricing & Value: Take note of comments about price. Do guests feel they got good value for money, or do they feel it was overpriced for the experience offered?

Top Tip: Create a simple spreadsheet to track your findings. Have columns for the competitor's name, their key strengths, common weaknesses, and any unique features they offer. This makes it easy to compare them at a glance.

Step 2: Go Undercover as a 'Mystery Shopper'

Online reviews only tell half the story. If you can, the single best way to understand the competition is to experience it for yourself. Visit one or two of your closest competitors as a regular customer. Book a room, have a meal, or take the tour.

Pay attention to everything, from the moment you arrive to the moment you leave. Ask yourself:

1. What was my first impression? Was the entrance clean and welcoming?
2. How did the staff make me feel? Were they genuinely friendly and helpful, or just going through the motions?
3. What was the atmosphere like? Was it buzzing and vibrant, or quiet and relaxing? Does it match what they promise online?
4. How was the quality of the core product? Was the coffee hot, the bed comfortable, the information interesting?
5. What were the small details that made a difference, for better or worse?

Step 3: Use Your Findings to Your Advantage

The purpose of this research isn't to copy your competitors, but to learn from them. Once you have your notes from the digital investigation and your real-world visit, you can identify where you fit in.

Look for the gaps. If every competitor is criticised for having a complicated booking process, you can make yours incredibly simple. If nobody offers a good option for solo travellers, perhaps that's a niche you can fill. Use your analysis to refine what makes your business special and ensure your guest experience will be one that people rave about for all the right reasons.